Gerber Foods, owner of the Libby's and Ocean Spray juice brands, is to launch a range of 'ethical' fruit juices that guarantee a fair price to Third World growers.
The Fruit Passion brand will be available from April in three flavours: orange, tropical and breakfast juice, priced at pounds 1.09 for one litre. The concept was devised by ethical marketing agency Article 13, and promotional activities will initially focus on PR and guerrilla marketing.
Gerber Foods soft drinks marketing director Rob Spencer said: 'Our research shows there are people who are willing to pay a bit more in the knowledge that growers will always get a fair return.'
However, he said Fruit Passion would also be pitched to appeal to mainstream juice buyers. 'We want Fruit Passion to become mainstream in the same way that we have made Libby's Organic mainstream.'
Gerber, which counts the Sunpride and Umbongo brands among its portfolio, is also working with fair trade retailer Traidcraft to start development programmes in growers' communities.
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